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? >> these sanctity purity ideas about the environment. >> more salmonella in my cheeseburger, please. >> lots of research shows the subconscious matters more than fact. >> the professor at princeton did a very illoom nateing study. he said pick who looks more confident. >> here's how most people rank them. >> he predicted the outcome of all those races based on which candidate looked more confident. not beautiful, but more confident. 70% of the time the more confident-looking personon the elecon. >> candidates with more angular faces, as seen here, are seen as mo competent. at the face becomes more baby-faced, people say that person looks less competent. >> people make decisions based on looks? >> looks. >> mitt romney and obama appear about equal. consultants even worry about the people who stand behind the candidate. at this obama rally, people were already seated behind the podium when a staffer, highlighted here, came on stage and got some white people to move out. >> if you look at a candidate for president, he's got a bunch of people behind him, half will be men, half will be women. >>

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